Firm's marketing staff is a nationwide network

With his design strategy and integration of technology, Barry Strauber says, he has redefined the possibilities within the marketing and communications industry.

Strauber, owner of Rising NY LLC, a branding, public relations and marketing agency in Rochester, has strayed from the traditional business model used by most advertising companies. Rather than having an office filled with photographers, video and digital professionals and writers, Strauber has adopted an ad hoc approach.

"The traditional agency model would limit me to whoever was on my payroll, regardless of whether or not the person is suited for a particular task. This model enables me to cherry-pick the best people for each project," Strauber says. "I'm able to form the dream team for each client and work within their budget."

Given his experience in advertising and marketing, including previous roles at Partners + Napier Inc. and other agencies in New York City and Los Angeles, Strauber is able to use a virtual network of creative and dedicated professional resources from across the country.

"I have several experts in each of the different categories, from New York City, Seattle, San Francisco, Florida ... all over," Strauber says.

He spent nearly two years building his network before launching the company in February 2012. Strauber's network of more than 125 people includes photographers, writers and video and digital professionals.

"I found people that I am confident in and have the expertise to complete the tasks I'll give them," Strauber says. "I explained to them what I was trying to do, and each of them agreed to make these projects a priority and commit to the deadlines."

Another aspect of Rising NY's business approach is its ability to maintain relationships with clients.

In the last year, Strauber says, he has worked directly with 20 to 25 national and local clients at any given time. Though he declines to disclose names of clients, Strauber says he is able to work with a variety of customers because of the different levels of talent and abilities within his network of professional resources.

"I've had both small and large projects-some websites that cost $10,000 to much more complicated projects that have budgets of $200,000," he says.

Each of his category specialists is paid based on the complexity of each project.

"It's a collaboration of talent and minds that wouldn't happen in a traditional agency," Strauber says of his business design.

He says he understands the power of marketing and technology in the business world.

"The technology that exists now is incredible, and the technology coming along is creating such a cool world," Strauber says. "My virtual business model helps because it shakes up the status quo and certainly opens up possibilities."

Katie Burgstrom is a Rochester Business Journal summer intern.

Small Business is a feature focusing on entrepreneurs. Send suggestions for future Small Business stories to Associate Editor Smriti Jacob at sjacob@rbj.net.